klikki asx (tm) - the next generation online display solution

KLIKKICOM --------

KLIKKI ASX; OUR APPROACH

TRADITIONAL DISPLAY ADVERTISING: TYPES OF CAMPAIGNS

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Awereness Interest Loyalty

Acceptance

Awereness Interest

Collecting marketing data Traffic Event Sales

Collecting marketing data Traffic Action Sales

Brand campaigns

Tactical campaigns

Individual sites / sections of sites

Verticals

Networks

AUDIENCE

REACH

Fixed price Premium CPM-price

CPM-price

CPC-price CPA-price CPO-price

BRANDING

NEXT GENERATION DISPLAY ADVERTISING: TYPES OF CAMPAIGNS

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Acceptance

Awereness Interest



Brand campaigns

Tactical campaigns


Verticals

Networks

AUDIENCE

REACH


CPM-price


BRANDING

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KLIKKI ASX; OUR APPROACH – IN GENERAL

ONE INTERFACE

AUDIENCE

PRICING

REACH

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KLIKKI ASX; OUR APPROACH - REACH

ONE INTERFACE

AUDIENCE

PRICING

REACH

REACH: Google exchanges (Doubleclick & Admeld)

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Over 3,5 million unique visitors per week

Over 35 000 sites

Finnish IP addresses from internaGonal sites

REACH: Appnexus (Yahoo & Microsoft exchanges)

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Over 4 million unique visitors per week*

Over 40 000 sites*

Finnish IP addresses from internaGonal sites

* Numbers are es+mates

REACH: KliKKi network

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Over 2 million unique visitors per week

Over 500 sites

Known Finnish sites

REACH: Klikki network, Google, Yahoo & Microsoft exchanges

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Over 5 million unique visitors per week

Over 75 000 sites

Known Finnish sites and Finnish IP addresses from internaGonal sites

REACH: Klikki ASX & TNS metrix

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KLIKKI ASX •  With over 5 000 000 unique visitors per

week Klikki ASX is the largest “site” in Finland

•  Over 1 600 000 more unique visitors compared to next site

REACH: FINNISH PEOPLE

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REACH – BENEFIT FOR THE ADVETISER

ONE INTERFACE

AUDIENCE

PRICING

REACH

All Finnish Internet users

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KLIKKI ASX; OUR APPROACH - AUDIENCE

ONE INTERFACE

AUDIENCE

PRICING

REACH


AUDIENCE: BASIC TARGETING OPTIONS

Where users are and in what Gme? What users have done previously?

B-‐to-‐B (IP addresses)

Remarke+ng CPA tracking

(Behavioral targe+ng (Intent))

Academic (IP addresses)

Geo (country, region & city)

Time (e.g. 8 – 11 am)

Browser (IE, Safari or Chrome)

Broadband (Sonera, DNA or Elisa)

OS (Windows, Linux…)

Ver+cal (for example Animals à Pets à Pet food and supplies)

Content (forums, social networks, video-‐sharing pages…)

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nugg.ad et selskab i Deutsche Post DHL koncernen

AUDIENCE: CLASSIC BEHAVIORAL TARGETING

LIMITATIONS: •  No socio-‐demographic

target groups •  No content for some

products •  1st visits/cookiedeleters


AUDIENCE: PREDICTIVE BEHAVIORAL TARGETING


Step 3a: Iden+fy sta+s+cal twin of Tim Step 3b: Tim recieves the “missing values” from his “twin” Tom

‘Tom’|‘Jane’|‘Jim’ ‘Tim’ ‘Joy’ ‘John’ ‘x’

Product Interests (Survey)

Body Care 2 4 2

Credits 0 1 2

Demography (Survey)

Gender 0 1 0

Age 3 2 1

Psychography(Survey) Trendsetter 0 2 2

1

3

0

2

Content Channels (Measured)

faz.net/society 1 2 1

faz.net/finance 3 1 3

faz.net/mystery 0 2 3

faz.net/movie 2 1 2

2

1

2

1

1

3

3

2

3

2

3

2

0

3

2

0

0

1

2

4

1

2

?

?

?

?

?

?

?

?

?

?

AUDIENCE: PREDICTIVE ELEMENT EXPLAINED…


AUDIENCE: PREDICTIVE RETARGETING

Behavioural profile

§  News

§  Sport

§  Finance

§  Travel

§  Cars

§  Real estate

§  Health

News

Predicted profile*

Men

Age 20 - 29 High income

Sport

Finance

Travel

Cars

Property

Health

Fashion

Snacks

Convenience Foods Personal care

Impulse buyers

Early adopters

*A profile can consist of 70 variables

AUDIENCE: PREDICTIVE BEHAVIORAL TARGETING; DATA ENRICHMENT

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AUDIENCE – BENEFIT FOR THE ADVERTISER

ONE INTERFACE

AUDIENCE

PRICING

REACH


Extremely specific & accurate target groups

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KLIKKI ASX; OUR APPROACH - PRICING

ONE INTERFACE

AUDIENCE

PRICING

REACH



PRICING: BRANDING

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Acceptance

Awereness Interest



Brand campaigns

Tactical campaigns


Verticals

Networks


CPM-price


BRANDING

PRICING: BRANDING

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PredicGve behavioral targeGng + 30 %

PRICING: AUDIENCE & REACH

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Acceptance

Awereness Interest



Brand campaigns

Tactical campaigns


Verticals

Networks

AUDIENCE

REACH


CPM-price


PRICING: AUDIENCE & REACH - DEMAND & SUPPLY

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•  Real-‐Time Bidding (RTB)

•  Vickrey aucGon model •  Price in Euros •  QuanGty in impressions CPM -‐pricing

PRICING: AUDIENCE & REACH; PRICING MODELS

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GENERAL FACTS: •  Agreed maximum CPM –price •  The price includes

commission

GENERAL FACTS: •  Agreed fixed CPC –price •  Klikki takes media risk

NEEDED SPECS: •  CPC –price •  Amount of clicks •  Campaign period •  Possible targeGng needs

NEEDED SPECS: •  Max CPM –price •  Amount of clicks or

impressions •  Campaign period •  Possible targeGng needs

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PRICING – BENEFIT FOR THE ADVERTISER

ONE INTERFACE

AUDIENCE

PRICING

REACH



Always pay the market price

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KLIKKI ASX; OUR APPROACH - ONE INTERFACE

ONE INTERFACE

AUDIENCE

PRICING

REACH




One interface – Setup & Optimization

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•  One point of access to all inventory

•  One opGmizaGon plahorm •  Global frequency cap •  Global cookies

One interface – Branding; Reporting

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RECALL

LIKEABILITY

PURCHASE INTENTATION

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3.5. One interface – Audience & Reach; Reporting

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3.5. KLIKKI ASX; OUR APPROACH - ONE INTERFACE

ONE INTERFACE

AUDIENCE

PRICING

REACH




One access point and reporting based on

campaign goals

KIITOS!

JUKKA SUNDQUIST HEAD OF DISPLAY KLIKKICOM OY [email protected] +358 (0)40 587 4128

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klikki asx (tm) - the next generation online display solution

Technology

general pricing audience

finnish sites

audience benefit

reach benefit

maximum cpm price klikki

approach pricing

impressions cpm pricing

cpc price max cpm price